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Patricia Corsi has been nominated for The Drum and World Federation of Advertisers (WFA) Global Marketer of the Year award. We caught up with her to find her injecting her bold creativity into her historically safe sector.
With marketing experience at Kraft, Unilever (where she spent 10 years), and most recently Heineken Mexico (where she was Chief Marketing Officer), Patricia Corsi is arguably the best in advertising in 2019. We have advanced into the most challenging areas. She was in charge of pharmaceutical marketing when she signed up to lead Bayer’s marketing and digital strategy.
Unlike her hometown of FMCG and beverage giants, the world of healthcare marketing is less concerned with bold and creative ideas, and more concerned with ensuring outputs meet legal and regulatory requirements. Known for their interest in checking. However, her time at the company so far has consistently aimed to shake up the industry, and has been a call to action for brands and agencies to raise the bar on creativity.
Since setting up a “Creative Council” within Bayer to “push” boundaries, she has launched initiatives such as the Vagina Academy to break taboos around women’s intimate health care.
Why, historically, has the consumer healthcare space been so lacking in creativity?
Historically, health-related categories have been very cautious due to regulatory requirements and the risk of misinformation in this industry. There is also a consistent focus on the different skills and competencies of the brands his team and consumer goods his marketers. In the health field, the focus is on communicating the benefits of science and products to professionals (physicians/pharmacists), using creative and consumer-centric language to educate consumers about their own health, especially about preventable conditions. It has helped educate and guide the understanding of others.
And finally, few agencies see beauty in constraints and see challenges through the eyes of opportunity. I am happy that progress is happening. All the lessons learned from the global pandemic have given us the opportunity to accelerate and move from small incremental steps to dramatic transformation.
Can you be more specific about how you are trying to change this within your organization?
We have consistently focused on building a strong marketing foundation (the good old 4Ps) and a consumer and customer-centric approach to innovation and solution development. It also lowers training averages and enables precise and personalized learning, allowing each individual to start with different levels of understanding and needs. At the digital frontier, we asked key leaders to share their language and understanding of digital transformation. This accelerated the adoption of major projects.
The same was true for strategic partners. We became closer and shared a business understanding. We got more actionable feedback and a clearer view of what success looks like. We launched a Creative Council, joining strategic partners, key regional representatives, and her CMO outside to drive the transformational agenda.
Are you changing the metrics by which you measure success when it comes to sustainability-driven brand initiatives?
We consider sustainability using the United Nations Sustainable Development Goals. This allows you to have a holistic impact on your brand in environmental, social and economic terms. How you engage your internal audience is a key metric, and important in your Brands for Change (B4C) program. We have facilitated the participation of marketing, R&D and medical talent. The work was recognized by the Unstereotype Alliance as the first national affiliated partner. In addition to our company-wide commitments, we also partner with other industry leaders and key partners on D&I and sustainability metrics. One example is the Media for Good platform.
What are the biggest challenges facing pharmaceutical marketing leaders today?
Some challenges are similar to other industries. For example, the complexity of consumer needs, channels, and the shopper’s journey can be overwhelming for less experienced talent. It is important to work on prioritizing and simplifying a strong and well-structured strategic agenda. Developing the agility to adapt and change course when the context changes dramatically is the biggest new challenge, especially in the health-related segment, given the long lead times for product launches and innovations. This is completely new to many professionals.
How are Bayer’s marketing priorities changing in the face of a challenging economic outlook for 2023? What will the marketing mix look like in the year ahead?
We remain focused on advancing our topic and mission on the strategic agenda of becoming the best consumer health business in the world. To counter this, we must continue to evolve our organization and the way we work to provide the future of marketing and sales to consumers and customers who are benefiting from technology as a key accelerator of growth.
How can we work more effectively with our agency partners in 2023?
We will continue to communicate openly and seek tensions that help produce better results. Our strong policy of encouraging feedback means that by choosing not to share it, you are not consciously contributing to moving us forward. We continue to recognize our efforts and collaborate on topics that are important to our industry and society. For example, he is a founding member of the Creative Unleash program, White Papers for Transforming Creatives for Consumer Health, and GroupM Media Decarbonization. Union.
Ultimately, we aim to be the best partner for agencies so they put us first and the best people want to work for our brands. This is worth the challenge.
What are you most excited about in the year ahead?
It may sound a little masochistic, but I believe marketers are at their best when they are constrained, and 2023 will certainly bring constraints, so I am amazed at the solutions that come from this combination. I’m excited about it.
You can vote for Patricia Corsi as Global Marketer of the Year. Voting will close on January 31st for her.
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